Client: SK IE
Role: UX Consult
Team: 2 UX, 1 UI, 2 game artists, 3 engineers and 1 PM
Responsibilities: User Research, UX strategies, User flows, Usability testing.
FSU GAME UX DESIGN
FSU is a fun and easy to pick up but deep mobile gaming experience for casual to core users with fully integrated the two most common smartphone activities - chatting and games.
- 98% of users text message regularly
- 79% of users use some sort of social network
- 76% of users play games regularly
Target demographic: Female: 18-35 years old
- More female smartphone owners in 2013
- More female in 3 top activities than male
- More than 6 out of 10, or 63%, of female mobile gamers play social multiplayer games
- Contagious - women are twice as likely to check text on the smartphone if someone else has just done the same.
- Either quickly disposable casual games or overly complicated hard core games have saturated the market.
- Casual games = greater mass market but low retention and LTV.
- Very little in-between but the few that are actually good take over the space for a long stretch at a time.
UX Design Philosophy
- Evolution of traditional friend list . by leveraging 3D characters and environments
- Create the sense of delight and fun for the user on otherwise mundane screens.
- Integrate gameplay elements into a widely accepted MiM UX to create a more engaging experience.
Smooth flows between different functionalities such games and chat.
Games and Chatting are built to complement and enhance each other. Game First but not “Chat Optional”.
- Fun and playful representation of the users with customized avatars.
- Cute and unique collectibles as rewards from interactions with friends.
- Easy communication through text message and rich media.
- Asynchronous multiplayer cooperative gameplay.
- Underlying social-game platform with real value to casual gamers.
- Built from the ground up to be completely cross platform for . both iOS and Android.
I conducted 5 rounds of prototype user testings in our San Francisco office.
- Users: 25 (85% female, 15% male)
- Session duration: 20 - 30 minutes
Research Sample Report
Users' Pain Points while using the App
- Poor navigation: hard to figure out how to change avatar's hair colors, how to get more outfits, etc?
- Buttons are too small
- Friends' name disappear too quick
- Some icons are confusing, not sure that it means.
- Redesign avatar creation navigation (add instructions when first time user load the page)
- Use pagination dots on outfit section to keep it consistent as the collection page.
- Keep the friend's name showed all the time (huddled + dismissed).
- Add search on "Friend list" section, only show when friends get dismissed.
- Big buttons: Min. 44x44 pt
- Add labels to icons to prevent future confusion.